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Summary: Google's ad rank is calculated by taking into account the maximum CPC bid, expected click-through rate, ad quality, and the expected impact of ad extensions and formats. Ad rank is an important aspect to consider in order to improve the performance of Google ads. Quality score also plays a significant role in determining ad rank and ultimately the actual CPC. Other factors that can impact ad rank include ad quality, ad rank thresholds, and the expected impact of ad extensions. Google states that ad rank is calculated by multiplying quality score by maximum CPC.